The bauma China exhibition in Shanghai was held from 24th to 27th of November, 2020. SANYPALFINGER (SPV) took part together with our joint venture partner, SANY, as part of their contigent of exhibits which occupied a total space of 9028 m2. Many were unable to attend the exhibition in person due to the COVID-19 travel restriction, and a greater focus was given to bring this digital.
SANY also took the initiative to exhibit the Bauma Show through an uninterrupted live broadcast for 72 hours, and SPV managed several time slots across 4 hours during this stream, selling 32 units of cranes during the digital livestream.
For the last 24 hours of the livestream, SANY termed it the SANY Global Shopping Carnival Night. These 24 hours of the stream gathered more than 340,000 people in the live broadcast room within the first minute. Massive discounts and vouchers were up for grabs, and transaction volumes exceeded 23.489 billion yuan (approximately 3 billion EUR) with more than 17,919 machines sold. This amounts to 2 months of SANY Group’s total sales, setting a new global sales record for a heavy industry's single online promotion activity.
Many Chinese celebrities were also invited to the carnival event to entertain the online crowd with various performances and games. One segment even featured a celebrity operating the SANY excavator, bringing industrial machinery closer to the public audience. Even our sales colleagues were amazed at the event, citing that “this scale of web traffic is the first ever in China’s construction machinery industry."
As one of the leaders in the industry, and an excellent global partner for PALFINGER, SANY has played the role of being cutting-end and trendy during this digital stream, showing what digitalization could be for all our sales and marketing colleagues around the world.